Video content switching and synchronization system and method for switching between multiple video formats

ABSTRACT

A video content type seamless switching system and method for synchronizing and displaying multiple types of video content in a single platform, such as a single video player, application, or other content player. Illustrative video content type switching may be between 2D and 360 degree formats coordinated by a switching controller. The switching controller may be configured to operate with television displays and associated control components, such as cable boxes, through implementation of the video content switching methods.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of and claims priority to U.S. patentapplication Ser. No. 15/793,508, filed Oct. 25, 2017, entitled VideoContent Switching and Synchronization System and Method for SwitchingBetween Multiple Video Formats, and claims the benefit of U.S.Provisional Patent Application No. 62/412,634, filed Oct. 25, 2016,entitled Content Switch. The aforementioned patent applicationsincorporated herein by reference.

BACKGROUND

Recent advances in camera, video, and related computer technology haveled to the creation of new types of video content. For example, videocontent can be generated in two-dimensional video, 360 degreeinteractive video, three-dimensional video, and/or other formats.Different types of video content are traditionally played in separatetypes of video content players. For example, two-dimensional videocontent is typically displayed in a video player configured for 2Dplayback, such as a traditional media player, streaming video player,and the like. Interactive video content, such as 360 degree video, isoften displayed in a separate type of video player or application. Threedimensional video may be played in yet another player or application.

As various types of video content have become mainstream, contentdevelopers are now generating related content for the same subject inmultiple video formats. For example, a television show, movie,advertisement, sporting event, and/or any other content may be capturedin traditional two dimensional video and companion 360 degreeinteractive video. A user consuming the content may be forced to switchbetween multiple video players and/or applications—e.g., a video playerfor the 2D linear video and an application for the 360 degreeinteractive video. Switching between multiple players and/orapplications can be inefficient, time consuming, and inconvenient for auser viewing the content. A single platform configured to displaymultiple types of video content would be useful.

SUMMARY OF THE INVENTION

Disclosed herein are video content type switching systems and methodsfor displaying multiple types of video content in a single platform,such as a single video player, application, or any other content player.A content player may be configured to switch from a first type of videocontent to a second type of video content. In illustrative embodiments,a video player may include a button, switch, toggle, or other switchinginterface allowing a user to switch between a first type of videocontent and a second type of video content. For simplicity the term“button” may be used herein to encompass various switching interfaces,but the switching interface can be of any type that is configured toallow the necessary choices and is compatible with other components ofthe video content type switching system. In an illustrative embodiment,a video player displays traditional two-dimensional (2D) video content(such as a television show, movie, live event, advertising, and thelike) and a button (e.g., icon) is displayed allowing the viewer toswitch to a second type of content. Additional content types may also beavailable in the multiple video content type system. When the button isactivated by the user, the video player may switch to display a secondtype of video content, such as 360 degree interactive video content,three-dimensional (3D) content, and/or another type of video content.When the player switches from a first content type to a second contenttype, features associated with the second content type are enabled inthe video player. The video player may seamlessly switch to the secondtype of video content with minimal to no interruption in the action. Theswitching interface may later be actuated to switch back to the firsttype of video content (e.g., 2D video content) or switch to another typeof content. In an exemplary embodiment the return to a different videocontent type or enablement of a particular video content type can occurautomatically in response to metafile information associated with thevideo content. In certain cases, the different types of content may berelated. For example, a 2D video and interactive 3D video can depict thesame scene of a television show, movie, live event, advertising, orother content. Using the button, a viewer may switch between the 2Dvideo and interactive 3D video versions of the content with minimalinterruption to the flow of action.

BRIEF DESCRIPTION OF THE DRAWINGS

The invention is best understood from the following detailed descriptionwhen read in conjunction with the accompanying drawings. The figuresdepict illustrative embodiments of the invention.

FIG. 1 depicts an illustrative schematic of a video content typeswitching system.

FIG. 2 is a flow chart illustrating switching between video contentformats.

FIG. 3 is a block diagram illustrating embodiments of a system todisplay multiple types of video content in a media player.

FIG. 4 is a flowchart depicting switching between a first and secondvideo content format with a delay while the second video content isbuffered.

FIG. 5 illustrates a process for determining the type of video to beprovided from a server.

FIG. 6 is an example of a visual display for video content and a userinterface.

FIG. 7 is an example of an interface for controlling interactive contentin a 360° panoramic video.

FIG. 8 is an example of a device for controlling interactive videocontent.

FIG. 9 is a flow chart showing switching between video content typeswith multiple child video clips.

FIG. 10 is a timing diagram depicting the timing of a parent video fileand two child video files.

FIG. 11 is an example of an interface for controlling interactivecontent in a 360° panoramic video.

FIG. 12 is a further example of an interface for controlling interactivecontent comprising a 360° panoramic video.

FIG. 13 is a further illustrative example of an interface forcontrolling interactive content comprising a 360° panoramic video.

FIG. 14 is an illustrative diagram of a switching system and processthat can be applied to advertising.

FIG. 15 is a schematic showing a content switch associated with avirtual reality headset.

FIG. 16 depicts a video content type switching system and methodoperated in the cloud.

FIG. 17 is a schematic of a computing device.

DETAILED DESCRIPTION

FIG. 1 depicts an illustrative schematic of a video content typeswitching system 100. Video content type switching system 100 includes a360 degree interactive video player 102 and a 2D linear video player 104combined in, or enabled on, a single digital media player 106.Illustratively the configuration can be a 360 degree interactive videoplayer “living inside” of a traditional 2D linear video player. In anillustrative embodiment, digital media player 106 may include a videoplayer installed on a computer, a media player associated with a TV(e.g., Apple TV, Roku, Amazon Fire TV, etc.), a media player on a mobiledevice, or any other type of media player. In one example, while playing2D video content 108 on a media player (e.g., a TV show on a streamingmedia player), the system can recognize a scene that is additionallyshot in 360 degree video format 110 or has companion 360 degreeinteractive video content. The system may display a button 112 enablingthe user to switch back and forth between the 2D video format video,interactive 360 degree video format video, 3D video, or video in otherformats.

In an exemplary embodiment, with switch controller 114, switching system100 recognizes a scene in a parent video of a first content type, suchas 2D video format, that is additionally shot in a second content type,such as 360 video format and/or has companion 360 degree interactivevideo content, by automatically searching and recognizing metadataassociated with or contained in the “parent” file (2D video file in thisexample) or the metadata associated with the “child” file (360 degreeinteractive video, 3D video, etc.). Initially the system recognizes andsorts 360 degree interactive and 3D video files, or other additionalvideo content files, by analyzing the file type (for example, 360 degreeinteractive, 3D video, etc.) and extensions the file possesses (forexample, MOV, AVI, FLV, ASF etc.). The specific recognition process oruse case may vary depending on the particular system, for example.

Switching system 100 contains metafile logic in the form of computercode executed on one or more processors. In a video on demand (VOD) usecase, playback of the parent video content provides input in the form ofor derived from metafile information associated with the parent videofile acted upon by the system's logic. Switching system 100 isconfigured to seek metadata that indicates if additional file typesassociated with the parent video file exist, in this illustrative case360 degree interactive video content. Confirmation is generated toindicate that there is a child file associated with the parent file.This confirmation triggers the system to automatically search for thechild video file. For example, the metadata can indicate that the childvideo file is named the same as the parent file but with “360” at theend. Any nomenclature can be used, provided that the system can matchthe child and parent video files. In some cases metafile information maybe attached to the “child” file (360 degree or 3D video, for example)and the system will search the “parent” (2D video) file to attach the360 degree video file to it. In some cases, both of the videos will havemetafile information attached. In this case the system will just look tomatch the two metadata files together, which will automatically tie thetwo video files together.

An illustrative process for preparing video files on which the switchingsystem can act is as follows: A child file, such as a 360 file isuploaded. A parent file is selected to which the child file will beattached or otherwise associated with. The delivery location isselected, which may be for example, the server or a platform on whichthe parent file and the child will be playing. In one case, it can beAppleTV and the server the app from AppleTV is using. In other instancesit can be a provider such as Comcast and the server the server ComcastX1 platform is using. A decision is made as to whether to sync theparent and child file, the extent to which to sync them or whether notto sync the files. The child file is prepared by coding it for viewingwith its companion parent file according to any of the methods describedherein or to achieve the outcomes as described herein. Once the childfile metafile information is properly coded the parent video file andchild video file can be played in a coordinated fashion, eitherautomatically, if so synced, or by user input through an appropriateinterface. The switching system reads the parent file and can obtaininformation from the child file via the metadata. To play the videocontent, the video player must have the same content creator language aswhat is associated with the video file, or a compatible language. By wayof example, the content creator of a 2D television show titled “TV ShowS1E1” creates additional content in 360 degree video format and titlesit “TV Show S1E1 360”. The content creator then decides to enable thisadditional content on OTT TV platform (for example, DirecTV NOW on AppleTV). The content creator will also select at what minute of the “TV ShowS1E1” that “TV Show S1E1 360” will show up and what happens when theuser selects and watches the 360 video content. The metafile isgenerated and attached to either the parent or child video file (orboth). This metafile will be written in the coding language associatedwith the media player and SDK logic on the Apple TV or other platform.The files will then be uploaded to the server from by the DirectTV NOWstreaming its content. The switching system then looks for themetafiles.

In illustrative embodiments, a show, movie, or other video content mayinclude interactive video allowing a user to engage with the content. Inan illustrative example, a murder mystery show shot in 2D video formatmay include a companion 360 degree panoramic video allowing the viewerto engage with the show and solve the mystery. For example, during crimescenes the viewer may have the option to select via an interface,companion 360 degree video content, which would turn the crime sceneinto an interactive 360 degree video where the viewer could “look”around the scene and search for clues. The viewer can “look” around the360 degree video scene by using a control device, such as a televisionremote, a remote associated with a media player, a mouse, a mobiledevice, or other controller or interface. For example, with eachdirectional swipe, the viewer may focus the view around the entire 360degree video, giving the viewer the impression of controlling the camerawith their remote control. Using this interface, the viewer can becomethe detective and solve the murder mystery before it is revealed in thevideo presentation of the show. Various forms of directional input tothe control device may be used. Although “swiping is referred here,directional input may be by various physical buttons or touch screenbutton, and any other input mechanism compatible with the control deviceused. A standard television remote control may be used if the system isconfigured using a video cable box, for example.

In a further embodiment, once the viewer is finished exploring the 360degree interactive video, a click of a button (e.g., icon in the videoplayer display, a touch icon, etc.) will display the same scene shot inregular 2D linear video in the same display interface. The viewer maycontinue watching the 2D video content in the same video interface,without having to switch to a separate application or other interface.

In traditional non-interactive video players, the viewer does not havethe ability to interact with the show and completely depends on thecontent to reveal whatever mysteries the show holds. For example, theonly options the viewer has to interact with the content is to rewindscenes, fast-forward through scenes, enter slow-motion video, otherwisemanipulate the 2D video, or switch to another application or player toview supplemental content.

In various embodiments, the techniques disclosed herein allow viewers toswitch relatively seamlessly between a 2D linear viewing experience anda 360 degree interactive viewing experience and choose the point of viewof the action. A viewer is provided with an immersive experience from asingle media player. Using the techniques disclosed herein, there is nolonger a need to switch to another application, switch to a computer, oractivate another video display platform to enjoy all that virtualreality (VR) content technology has to offer. By the press of a buttonor other input, a user can switch from traditional video formats toimmersive video where the user can navigate the action and select whichaspects of the action to watch. Using the techniques described herein,the viewer no longer is confined to passively watching the scene, movie,sporting event, advertisement, or other content unfold. Instead, theviewer can now enter a scene and essentially look around and choose whatto look at. This enhanced functionality has the potential to transformthe creative aspects of any viewing experience for both creators and theconsumers.

FIG. 2 depicts a video content type switching method according to anillustrative embodiment wherein the system switches between a parent 2Dvideo file and a child 360 degree interactive video file. The systemincludes one top media player, which underneath combines a linear 2Dplayer and 360 interactive player, or other video format players.Switching between formats is accomplished by the switching system“hiding” a 360 degree interactive player inside of a linear 2D playerand with logic and content switch options making the final product userexperience be that of a single media player. The combined media playeris provided in step 202. In step 204, a 2D or other parent video playeris activated. In step 206 the system, through coded logic detectsadditional video content, if available. In step 208, the system, viametafile information, finds the additional video content. Theinteractive video file is then matched and synced with the linear videofile in step 210. This enables the content switch button in step 212,which is a command for the 360 degree interactive player to be onstandby and in some cases pre-buffer the interactive content in step214. Once the user selects the content switch button in step 216, aswitch controller receives a signal to rotate to the child video contentin step 218. This causes the parent, 2D linear player to stop and “hide”in step 220 while the child, 360 degree interactive player, will “show”and play the interactive content in step 222. The switch is essentiallythe rotation between the two players that are combined underneath theoverall media player. Because the rotation is in the background, the endswitch may be seamless to the user. The “switch controller” is listeningto user input that signals which of the two video content types it wouldlike to play, and based on that input, enables (shows) the video playerand content to match the content type and disables (hides) the othervideo player and content. The switching system achieves this by puttingthe selected video player on top of the other player, thereby onlymaking one video player and content type visible to the user at a givenmoment.

In exemplary embodiments, the techniques described herein may change theway media are consumed on television. Television may become moreinteractive, paving the way for 360 degree video, VR, augmented reality,and other types of content to more naturally be displayed on television.Multiple forms of content may be available for the viewer by a simpleclick of a button. The techniques disclosed herein may also overcomedifficulties in marketing interactive 360 degree video, VR content, 3Dvideo, or other video content by allowing multiple content formats tolive inside of an episode of a TV show, movie, live event,advertisement, or any other video content.

Methods and systems described herein and their equivalents can beapplied to advertising content. The system may include an advertisingand marketing component. Advertisers will be able to provide atraditional advertisement and give the viewer the opportunity to enterthe action. Prior to the advent of the techniques disclosed herein, VR,360 degree video, and 3D video technology were typically used for shortpromotion items sought out by consumers on a computer, mobile device, VRheadset, and the like. Using the techniques disclosed herein, animmersive 360 degree advertisement can be aired on television, and theadvertiser or content provider can allow for some or all of thepromotion to be in 360 degree video. In certain cases, using the contentswitch button, the viewer can click, or otherwise provide input, andinteract with the promotional content. The user may seamlessly return tothe 2D video broadcast the user was watching. The methods and systemsdisclosed herein provide syncing and file matching to produce thisseamless viewing experience. In this manner a viewer may not realizethey have left the 2D video content they were watching. Additionaldetails on applying the technology to advertisements will be describedbelow.

In further embodiments, the switching systems and methods disclosedherein can be applied to live events. For example, a viewer watching asporting event may be able to switch between 2D video and interactive360 degree video of the event. The viewer can control their perspective.If the viewer wants a different view of the action, they can enable a360 degree interactive video or another interactive video feed andcontrol their vantage point for watching the event. These techniquescould be similarly applied to other live events, such as news events,weather broadcasts, or any other live events.

FIG. 3 is a block diagram illustrating embodiments of a system todisplay multiple types of video content in a media player. In theexample shown, a server 310 may communicate with various devices 320,such as televisions, mobile devices, virtual reality headsets, and/orany other devices capable of displaying video content. Server 310 maystore video content. The video content may include video in multipleformats. For example, server 310 may store video content for atelevision program, movie, live event, or any video content in multipleformats, such as 2D video, interactive 360 degree video, 3D video orother video formats. The video in multiple formats can be streamed, orotherwise transmitted, to the various devices 320. In certain cases, avideo player 330 (e.g., streaming, video player) associated with adevice 320 may retrieve the video content in various formats from server310. For example, content playback may be initiated in a streaming videoplayer 330 in a first format, such as 2D linear video. The 2D video maybe retrieved from server 310, buffered, and displayed in a streamingvideo player 330 on device 320. A user may provide input (e.g., press abutton) in streaming video player 330 to switch to a second videoformat, such as 360 degree interactive video content. Upon receiving theinput, streaming video player 330 may request (pull) the second videocontent from server 310. The second video content may be provided tostreaming video player 330, buffered, and displayed in the streamingvideo player 330.

In various embodiments, a video player 330 may switch from a firstformat video (e.g., 2D linear video) to a second format video (e.g., 360degree interactive video) in such a manner that minimal or nointerruption in the progression of the video playback occurs, forseamless or near seamless play. As used herein “seamless” means that aviewer is not aware of the transition. In one example, after receiving acommand to switch from the first video format to the second videoformat, the video player 330 may immediately request the second formatvideo from the server 310. While the second format video is buffered atthe video player 330, the first format video may continue to play. Whenthe second format video is buffered or partially buffered and ready fordisplay, the video player 330 may switch to display the second formatvideo. By delaying the switch from the first format to second formatvideo until the second format video has sufficiently been buffered,video playback may be seamless. In another example, multiple videoformats may be simultaneously streamed from server 310 and temporarilystored at video player 330. In this case, when a command is received toswitch from a first video format to a second video format, the secondvideo format will be ready for playback. The timing of the switchingprocess is described in more detail below. A video may be sufficientlybuffered in 2-3 seconds, for example, or additional time may berequired. In illustrative embodiments, when the system has leftoverbuffering capacity from the parent video file, it can pre-buffer thechild file. For example, if a television show is 45 minutes long and ittakes three minutes for the player to fully buffer it, after threeminutes the player will automatically buffer any child video contentthat is synchronized with the parent video content.

FIG. 4 is a combination flow chart and block diagram showing anillustrative process for switching between video content whereinswitching is realized after the initial video content is buffered, by avideo player, for example. A server 402 stores parent 2D video content404 and child 360 video content 406, or other parent and child videocontent. Server 402 receives a switch command from a user after a switchcommand button appears in block 408. A switch controller 412 acts on avideo player 410 to govern which video content is played. Switchcontroller 412 may be integral with video player 410 or may be aperipheral component functionally connected to video player 410. Thistoo can be the case with other components described herein as beingwithin or external to another component. Although, it is contemplatedthat the various video players configured to play different videocontent types are housed in the same video player and functionallyconnected by a switch controller. Playback as depicted by block 414 mayalso be performed or contained in video player 410. Similarly, display416 may be contained in video player 410.

In the illustrative embodiment shown in FIG. 4, if parent 2D video 404is playing as in step 418 and a switch command 408 is received by server402 as in step 420, server 402 switches to a child 360 degree video 406.A buffering process takes place in block 426. Buffering of child videocontent 406 is initiated in block 422. Buffering of child video content406 is completed in step 424. If switch controller 412 implements theswitch immediately, there would be a delay between a user viewing the 2Dparent and 360 degree child videos while the 360 degree child videocontent is buffered. Instead, the switch command button only appearswhen using it will result in a seamless transition between the parentand child video content. Any buffering time period is thus not apparentto the viewer and does not cause a gap in video content viewing.Therefore, in block 426 before switching is completed to child 360degree video 406, child 2D video 404 continues to play.

In various embodiments, a video player 330 may include multiple videoplayers or code for multiple video players. In some instances, a videoplayer 330 may include code for multiple types of video players. Forexample, each of the video players may include methods or routines inthe video player 330 code. In certain cases, each of the multiple videoplayers may be configured to play a different type of video content. Afirst video player may be configured to play traditional 2D video, asecond player may be configured to play 360 degree interactive video, athird video player may be configured to the play 3D video, and so on. Insome cases, only one video player is active (e.g., in the foreground) ata time. For example, when 2D video content is displayed, other videoplayers (such as 360 video players, 3D video players, etc.) may beinactive to conserve processing resources. In another example, the othervideo players may operate in the background to prepare content forplayback in the event the user activates that type of video content. Forexample, inactive video players can continuously retrieve and buffervideo for display, so the player can relatively seamlessly switchbetween video content types without interruption.

In additional illustrative embodiments, a video player 330 is configuredto determine a type of video that is streamed from or otherwisetransmitted by server 310, retrieved for playback locally, or otherwisecued for playback. Based on the determined type of video, video player330 may activate an appropriate video player or appropriate video playerfeatures. For example, if it is determined that 360 degree interactivevideo is to be played, a 360 video player or features configured to play360 degree video are activated. If it is determined that the 2D linearvideo is to be played, a 2D video player or 2D video player features areactivated and other features may be deactivated. In certain cases, avideo player 330 may determine a type of video based on the file formatof the video, metadata associated with the video, an evaluation of thevideo content, or based on other attributes.

FIG. 5 is a flow chart showing a process for determining the type ofvideo to be provided from a server. In step 502 a server provides avideo content file. In step 504 a metafile is retrieved from the videofile. Using the metafile, which may include metadata and synchronizationinformation, for example, a switching algorithm (logic) is executed togenerate a switching signal in step 506. The switching signal is inputto the switch controller in step 508. Based on the metafile information,the switch controller determines in block 510 whether to hide the 360degree video. If the switch controller determines the 360 degree videoshould be hidden, then the 360 degree video is disabled in step 512. Ifthe switch controller determines the 360 degree video should not behidden, then the 360 degree video features are enabled in step 514, the360 degree video player is enabled in step 516 and the 360 degree videois cued to playback in step 518. Steps 514, 516 may be initiated in anyorder or concurrently. Based on the metafile information, the switchcontroller determines in block 520 whether to hide the 2D video. If theswitch controller determines the 2D video should be hidden, then the 2Dvideo is disabled in step 522. If the switch controller determines the2D video should not be hidden, then the 2D video features are enabled instep 524, the 2D video player is enabled in step 526 and the 2D video iscued to playback in step 528. Steps 524, 526 may be initiated in anyorder or concurrently.

FIG. 6 is an example display of interactive content according to variousembodiments. In the embodiment shown, a video player associated with atelevision displays a first type of video content, such as 2D linearvideo. In the display 602, an icon 610 (e.g., icon stating “360°”) orother indicator can be displayed to allow the user to switch to anothervideo format. The user may select the icon 610 using illustrative inputdevice 604, and in response, the video player can switch from the firsttype of video content to a second type of video content, such as 360degree interactive video. When the player switches to the second type ofvideo, the features of a video player configured to display the secondtype of video are activated. For example, upon switching to 360 degreeinteractive video, the video player may be configured to receive touchinput from a control device, such as a remote, mobile device, or otherinput device. Other features relevant to the 360 degree interactivevideo may also be revealed.

Examples of features relevant to 2D video content include playback, fastforward, rewind, pause and stop. Additionally, access and return to andfrom another video format button may be provided.

Examples of features relevant to 360 degree video content includeplayback, fast forward, rewind, pause, stop and 360 degree videonavigation (see FIGS. 7 and 8 for example). Additionally, access andreturn to and from the previous video formats may be included.

Examples of features associated with 3D video include playback, fastforward, rewind, pause, stop, access and return to and from the previousvideo format, 3D video rotation (see for example FIGS. 7 and 8). If 3Dvideo rotation is enabled it may be configured to rotate around anobject, unlike panoramic image navigation.

In illustrative embodiments, icon 610 or other switching mechanism orinterface for switching between types of video content may only bedisplayed at certain times. In illustrative embodiments, icon 610 may beavailable only when additional video content is available. By way ofexample, video content (e.g., a television show, movie, advertisement,etc.) may be recorded in two types of video formats, each of a differentduration. For example, a first type of video content may include 2Dvideo covering the entire length of television show, movie,advertisement, etc. A second type of video content, such as 360 degreeinteractive content, may be related to shorter portions of thetelevision show, movie, advertisement, etc. The second video content mayinclude bonus footage. The second type of video content may include, forexample, short portions of content associated with particular scenes ina television show. As the first video content plays, the video playermay evaluate either continuously or at intervals, whether a second typeof video content is available. When a second type of video content isavailable for display, icon 610 or other mechanism or interface isrevealed that enables the viewer to switch between video types. Theviewer may click on icon 610 or provide other input to switch the videocontent from a first type of content that is currently displayed to asecond type of content. In certain cases, the player may automaticallyswitch between video in a first format (e.g., 2D linear video) and videoin a second format (e.g., panoramic video).

In some embodiments, a first type of video content can be synchronizedwith a second type of video content. For example, a television show maybe filmed in two dimensional video, 360 degree interactive video, orother formats. Video content in multiple different formats can be timesynchronized. In certain cases, a playback duration (e.g., time elapsed,time remaining, etc.) may be synchronized across multiple types ofvideo. For example, a television show may include 2D video capturing theduration of the show and 360 panoramic video for particular scenes inthe show. The time or playback durations of the two video formats can besynchronized so that a video player can switch back and forth betweenthe two video formats without substantially disrupting the temporal flowof the content. A viewer may be able to switch from a first video formatplayback (e.g., 2D video) at a certain time to a second video formatplayback (e.g., 360 degree interactive video) at that same time. In oneexample, a 2D video of a television show is displayed from time 0:00 to1:21 when a user provides input requesting a switch to 360 degreeinteractive video. The 360 degree interactive video may then beginplaying from the same time 1:21, which may be a master or universal timebetween the two formats. The user may later switch back to the 2D videoat 2:45, and the 2D video will begin at that time in the televisionshow. The user may later switch to three-dimensional video at 6:34, andso on. The techniques disclosed herein may provide seamless transitionbetween video content formats without interrupting the playback of thevideo.

Illustrative Examples of Content Switch Metadata Types Include:

Video on Demand (VOD) with a single timed 360 video content;

VOD with a non-timed 360 degree video clip;

VOD with multiple timed 360 video clips;

VOD with parallel equal length 360 video clips;

Live video with multiple 360 video clips; and

Live with a parallel 360 feed.

Illustrative “non-customized” or vanilla 360 video experiences includevideo content not timed to video on demand and video content timed toVOD. In the non-timed scenario, child video content is launched, theentire content or clip is played, and the viewer returns to the samespot in the parent video as when the child video content was initiated.In the video content timed to VOD scenario, a child video is launchedand then return to the parent video is offset by the child timeduration.

By way of example, in the non-timed scenario, the parent video is runfor five minutes. At the five minute mark, the child video is launched.The child video runs for its full duration or until a user initiates aswitch back to the parent video content. When the parent video isresumed, it resumes at the five minute mark.

In a timed scenario example, the parent video is run for five minutes,the child video is launched and run for two minutes. When the parentvideo is again enabled, it begins at the seven minute mark toaccommodate the two minute offset associated with the child videocontent.

Based on the above two scenarios, or in place of them, a system can beconfigured to allow the child video clips to serve as branching pointsto allow a “choose-your-own-adventure” experience, or other similarviewing or participating experience. This is possible by the flexiblemetafile information, for example(clip_launch_offset_by_parent_return_to_time), which allowsimplementation of one or more 360 format video or other additional videocontent as branching points from the “vanilla” or non-customizedscenarios.

The decision of which of the two use cases above are being executed willbe controlled by the communication between the metadata or otherinformation associated with the video files and the logic behind thecontent switch system, i.e. content switch algorithms. As used herein,“algorithm” may be a single algorithm or multiple algorithms to carryout the desired function. Multiple algorithms may work in conjunctionwith one another or separately, depending on their function. Contentswitch system logic will “listen” to the metafile information, whichwill provide, 1) the use case being practiced; 2) the duration of theparent file in relation to additional content file(s) and 3) the pointin time in the parent file that additional files should appear.

The synchronization between the times the two files will be executed bythe content switch algorithm using the universal clock that runsindependently of which file is occupying the playback. The universalclock follows the two “clocks” (for example, 2D video time andadditional content time) and matches or mismatches the playback time,depending on the use case scenario, such as those described above.

For content switch formats to appear seamless, the system may anticipatethe additional content availability and start the buffer of theadditional video content file ahead of the appearance of the contentswitch button. Thus, once the user selects the content switch, theplayback of the additional content will be instantaneous or nearinstantaneous.

If no start-end time of the additional content is associated with thevideo content (such as in the metafile of the video content), the systemwill enable access to the additional content for the full duration ofthe “parent” content.

FIG. 9 is a flow chart showing an illustrative embodiment of a parentfile, such as a VOD file, and two child 360 degree video content files.In step 902 a video content file is provided, referred to as the parentfile in this example, with a file name and a duration embedded in itsmetafile. Further provided, in step 904 are child video clips 906, 908.If video clips 906, 908 are synched with the parent video, they willlaunch according to a timing schedule, which is embedded in the videofiles in the form of metadata or other metafile code. See FIG. 10, forexample, which is described below. To launch one of video clips 906, 908the system reads the parent file to obtain timing information in step910. In step 912, the system determines how much time into the parentfile video clips 906, 908 should launch. In step 914, the parent videois in progress, i.e. it is showing. In step 916 the system hasrecognized that child clip 906 or 908 should be launched and the parentvideo hidden. In some embodiments, the process of hiding the parentvideo and showing the child video is either not automatic, or theautomatic timing can be overridden by the user. In step 918 there is anoffset, which may be implemented to prepare the currently hidden videofor launch, such as by buffering it. Step 936 reflects the system logicthat seeks to determine whether the parent and child video content issynced. If it is synced, then in step 938 the hidden video content isprepared for launching during an offset time period, and upon completionof the currently-running video content, the player hides that videocontent and shows or returns the user to the previously-hidden videocontent by causing it to show.

In the illustrative of case in FIG. 9, video clips 906 or 908 areaccessed through the cloud in step 920. In step 922 the child videoduration ends and in step 924 the parent video resumes playing.

As further shown in FIG. 9, optionally in step 926, a user may select a“choose-your-adventure” experience by opting for one of two or morepaths. In this illustrative example, the current video has two differentpositions, position 1 and position 2, identified in the video images.For example, position 1 may be associated with a door and position 2 maybe associated with a staircase. A user can select between rotating toposition 1 in step 928, which will take the user through the door, orposition 2 in block 930, which will take the user up the staircase. Oncea branch is selected, the associated video content will launch.Automatically upon completion of the selected video content adventure,or when chosen by the user, the position 1 video content adventure orthe position 2 video content adventure will end, and the player willreturn to the parent video content in steps 932 or 934, as the case maybe. A user may also have the ability to select to which time point inthe parent video to return to. For example, by selecting rotation toposition 1, the viewer is taken to a time “X” (for example, 8 minutes)in the parent video and by selecting position 2, the user is taken totime “Y” (for example, 14 minutes) of the parent video.

It is noted that the steps shown in FIG. 9 and other flowchartsdescribed herein, in some instances, may be carried out in a differentorder or concurrently.

FIG. 10 is a timing diagram illustrating a player switching between afirst child video content file and a second child video content file.Parent video content is displayed for a first play duration 702. Parentvideo content is then hidden during a second play duration 704. Duringsecond play duration 704, a first child video content is displayed. Notethat prior to play duration 704, the first child video content is beingramped up for display during offset period 706. During offset duration706, the first video content file may be buffered or otherwise preparedto run. At the end of second play duration 704, the parent video contentis returned to for playback over a third play duration 708. At the endof third play duration 708, a second video content file is accessed. Thesecond video content may be prepared during offset duration 710, such asby being buffered. The second child video content is played for a fourthplay duration 712. Upon the end of fourth play duration 712, the playingof the parent video content resumes for a play duration 714. Offsetperiods 706, 710 facilitate a seamless or near seamless transitionbetween parent and child video content.

The content switch can run a universal clock in the background as theparent video (2D video, for example) is being played on the hardwaredevice. Content creators will decide when the additional content (360degree video, 3D video, for example) will appear during the parent videoplayback and will insert this information into the child or additionalcontent video metafiles, for example using a metadata authorship tool.There are multiple synchronization options as presented above.

FIG. 11 is a schematic of an example of an interface for controllinginteractive content according to an illustrative embodiment. In theexample shown, a 360 degree panorama video 370 (e.g., panorama video,360 degree interactive video, etc.) includes a 360 degree view of ascene. The panorama video can be captured using multiple video camerasarranged in an array. The images of the multiple cameras are stitchedtogether to create a 360 video of the scene. A portion of panorama video370 is displayed on a visual display 372, such as television set,computer monitor, laptop, digital billboard, projector, mobile device,tablet, digital photo frame, digital video frame, and/or any otherdisplay. Because most visual displays 372 are roughly two dimensional,the display output 374 at any moment may include just a portion of thepanorama video. A viewer can use a control device, such as a remotecontrol, touch pad, mobile device, mouse, motion-based controller,infrared remote control device, or any other suitable device, to movearound panorama video 370. The viewer can control the geospatial imageryof the display 376 using the control device.

Returning to FIG. 7, a schematic of an example of an interface forcontrolling interactive content according to various embodiments isshown. In the example shown, a portion of the panorama video 380 that isdisplayed to the user is controlled using a control device 386 (e.g., amobile device). A first portion 382 of the panorama video is displayedprior to the directional input includes video of a first area within thepanorama scene. In the example shown, the first area includes a numberof animals. Directional input to move the camera to the right isreceived at an external device 386. The directional input can includetactile input towards the right on a touch interface of a mobile device386, for example, or other input devices compatible with the system.Based on the directional input, the display output is moved to the rightto a second portion 384 of the panorama video display. The secondportion 384 of the video display is displayed on the visual display(e.g., a television, mobile device, tablet, etc.). In the example shown,the second portion 384 of the panorama video includes a zebra. Thedisplay output may smoothly transition from the first display output 382to the second display output 384. In certain cases, the display may movein proportion to the viewer's tactile input on the external device 386.Using this approach, a user may control the geospatial imagery of thedisplay output using tactile input to view any portion of the panoramavideo 380. A further example of one of many alternative control devicesthat may accept directional input is shown as control device 390.

In various embodiments, a variety of remote tactile directional inputscan be input on the external device 386. Directional input (e.g., up,down, right and left) input to the control device 386 can be sent as asignal to a receiver associated with a display, such as a videostreaming video player interfaced with a television, tablet, mobiledevice, billboard, and the like. The receiver may be wirelessly pairedto the control device 386 via, for example, a Bluetooth, Near FieldCommunications (NFC), infrared, Wi-Fi, or other connection. Thedirectional input signal is processed to move the portion of thepanoramic video or image showing on the visual display. By way ofexample, if a user holding the remote device presses and holds an UPbutton on the control device 386, the 2D image on the television setwould move up in the 360 degree panorama image. In illustrativeexamples, a user may navigate a street view type interface with liveaction video.

Returning to FIG. 8, a control device 810 for controlling interactivecontent according to various embodiments is shown. The gyroscopicsensors, accelerometers, or other sensors [not pictured] of a controldevice 810 may be used to control the display of the panoramic video. Inillustrative embodiments, the orientation of control device 810 may beused to control the portion of the panorama video displayed. A gyroscopesensor in control device 810 may measure the orientation of the device,and the measured orientation generates output to control the geospatialperspective of the panoramic video. In one example, rotation about afirst axis (a pan axis) rotates the geospatial perspective of the cameralaterally or horizontally. Rotation about a second axis (a tilt axis)rotates the geospatial perspective vertically. In some instances,acceleration, translation, or movement of the device is used to controlthe portion of the panorama video displayed. Movement of the device,such as movement along the x-axis, y-axis and z-axis of the device canbe used to orient the geospatial perspective of the panoramic video.

FIG. 12 is a schematic of an illustrative control device 606 forcontrolling interactive content according to various embodiments.Control device 606 (e.g., mobile phone, remote, etc.) is tilted tocontrol a geospatial perspective in a panoramic video. Control device606 may, for example, be tilted down by 45 degrees relative to thesurface of the earth or another reference frame. In response, thepanoramic display may rotate from a first display output 620 to a seconddisplay output 630 that is 45 degrees vertically down. The user may tiltcontrol device 606 up 45 degrees to return to the first display output620. In another example, the viewer may rotate control device 606 ortilt control device 606 along a different axis to explore other regionsof panoramic video 620. A panoramic video 620 may capture imagery in alldirections, i.e. over a 360 degree view. In the example shown, an arrayof cameras may be placed in a center of a scene. The array of camerasmay each point in different directions capturing a portion of the 360degree geospatial surrounding environment. The video or images capturedby each of the cameras are stitched together to create a compositepanoramic video (or still image), and a user may orient their geospatialperspective using control device 606 to explore different regions of thepanoramic video. Embodiments include any means for creating or capturinga panoramic still image or video.

FIG. 13 is a schematic of an interface for controlling interactivecontent and the associated schematic of a panoramic video 714, andportions 1-6. A control device 710 may present one or more directionalinputs. Each of the directional inputs may orient the display output,change the orientation of the display output, or otherwise control thegeospatial orientation in a predetermined manner. In one example, thedirection inputs may include a pre-set angle of degrees on one or moreaxes, such as the x-axis, y-axis, or z-axis. The set degrees on a y-axiscould be zero (starting position, image portion 1), 180 degrees on they-axis (turn back, image portion 2). Negative 90 degrees on the y-axis(left turn, image portion 3), and 90 degrees on the y-axis (right turn,image portion 4). The set degrees on the x-axis could be 90 degrees onthe x-axis (look up, image portion 5) and negative 90 degrees on thex-axis, image portion 6. In certain cases, the directional inputs arepresented as buttons or icons 712 on a touch interface of control device710, such as a mobile device. A user may press the buttons on the touchinterface to navigate the panoramic video display in the predefinedmanner. Other input devices that are compatible with the switchingsystem may also be used.

The above examples are a few of many possible interfaces and controltechniques to alter the geospatial perspective of the panoramic video. Aperson of ordinary skill in would appreciate that other controltechniques and devices may be used to manipulate a panoramic videodisplay.

In further illustrative embodiments, advertising video content allows auser to switch to other video content format, including allowing a userto choose their own adventure. The 2D/360 degree video content switchingmethods and systems described herein can be used to combine the twoformats in advertising video content. A software development kit (SDK)is provided for implementing the content switching between two or morevideo content formats. The SDK contains logic for content switching,retrieving and delivery and a 360 degree video player, although videocontent could be played from a separate 360 video player. It can beconfigured to be a turnkey solution to play advertising video content.The SDK provides the logic and metafile information for syncingdifferent video content types without requiring changes to the mobileapp or other application. The SDK sets the policy elements orswitching-related logic, including syncing metadata and video durations,for example. Accordingly the app responsibility is only to call the SDKat the appropriate moment. When 360 degree video content is detected,the SDK shows the option to switch to the 360 degree content. This meansthat a user's app responsibility is only to call the SDK at the rightmoment, i.e. when a slot for playing 360 degree video ads comes up.

Various ad formats can be used. In an illustrative embodiment Video AdServing Template (VAST) 3.0 is employed. This can be integrated with anad network server such as Freewheel. Freewheel, or other ad networkserver, integration can be used, and can be facilitated by using VAST3.0 format or other template to play the content and “abuse” Ad Pods for360 degree video (this can be configured differently if needed).Advertising management campaign and trafficking software, such as AdServer, can be run in the system infrastructure and be connectable to anad network server, such as Freewheel, for additional inventory and topull in 360 degree videos, or the inventory can fill up directly in thead network server.

In an illustrative embodiment Ad Pods, or another set of sequentiallinear ads that can play before, during a break in, or after the contentvideo plays, are employed to specify a plurality of ad elements that canbe configured to play consecutively within an ad break, or multiple adbreaks. Ad Pods can be configured from VAST 3.0 compliant ad networksand passed to a player. Embodiments of the system thus have a videoplayer that “abuses” Ad Pods from VAST 3.0 specification and considerssequence as the ad alternative in 360 degree video format. When a playerencounters Ad Pod, a second item in the sequence is considered 360degree video and a 360 degree button appears. Illustrative platformsthat can be used include, tvOS, iOS, Android and Web. Illustrativeformats include HLS and MPEG-DASH.

FIG. 14 is an illustrative diagram of a switching system and process tobe applied to advertising, for example. A media player 230 calls for anadvertisement from an ad server in block 232. The signal in received byan ad network server 234. Ad network server 234 responds in block 236 toa placeholder VAST containing values and parameters related to theswitching between video formats in block 238. In block 240 a signal isbeing sent to media player 230 indicating it is time for the additionalvideo content, such as the ad in 360 degree format. Ad scheduling logicin block 242 communicates to media player 230 when it is time for an adto play, as depicted in block 244.

Continuing with reference to FIG. 14, in block 246 media player 230calls for the 360 degree ad video from SDK 248. In block 250 the SDKcalls for the 360 ad content from server 252. Server 252 then signalsVAST for the 360 degree video in block 254. The content is then relayedto SDK 248. SDK 248 then sends the 360 degree video in block 256 forplaying on media player 230. It is noted that any one or more of SDK 248and content shown as being at server 252 as well as the server functioncan be located and carried out in the cloud.

In an illustrative embodiment, SDK 248 is configured to track the user'sviewing position inside of the 360 ad playback, frequency of accessingthe additional content and collect and export that data for targetmarketing purposes. This and additional information regarding the user'sactions, preferences or other useful data for marketing purposes can becollected, sorted, compiled, exported and analyzed using algorithmsembodying in the SDK, separate marketing software, or a combination. Forexample, if the viewer watches a car ad in 2D video and accesses the 360video of the same ad, the viewer will be able to navigate inside of thatcar and see what the interior of the vehicle looks like. SDK 248 willthen be able to track how much time the viewer spent “looking” at thedashboard versus the door of the car, for example. Also, the additionaldata can be collected for a particular viewer. If a viewer accessedadditional 360 content of AD 1 (Audi commercial, for example) five timesand spend over five minutes total in this AD 1; and in addition thatsame viewer accessed 360 additional content of AD 2 (BMV commercial, forexample) only once and spent 20 seconds, SDK 248 can collect thatinformation and export it as a data file, which can be relayed back toad network server 234 server or directly to media player 230, ifapplicable. This information can also serve as input to additionalmarketing-related software for further action.

FIG. 15 is a schematic showing a content switch associated with a VRheadset. A content switch is performed inside of a VR headset where theinitial feed is just a 2D video content showed and streamed on aconstrained viewing area inside of local 3D environment (for example, avirtual living room). Once the content switch button is selected, the 2Dviewing area and the local 3D environment is replaced by a full 360degree or 3D/VR video content where viewing can receive the stream forthe entire 360 degree environment. As with previous examples, the switchcan go backward and forward. In block 262, server 260 feeds a 2D linearcontent to VR headset 264. 2D linear content stream 262 is enabled asshown in inset FIG. A. The 2D linear content stream is dynamic as it canbe selected from a server. Inset FIG. A shows a 2D linear viewing areaof panoramic video 268. Content switch button 270 can be used to select2D linear video 266. A static 360/3D local environment is shown at 272.Returning to the VR headset 264 in FIG.15, it is shown that 360degree/VR video content is retrieved from server 260 and buffering isperformed in block 274. When the additional content is selected orotherwise initiated, a switch controller is activated in block 278 toprompt the video content switch. The 2D linear video is disabledaccording to FIG. A in block 276 to allow playback of the 360 degree andVR video. The additional content, such as 360/VR video is enabled asshown at 280 and FIG. B.

FIG. 16 depicts a video content type switching system and methodoperated in the cloud and wherein listening to a control device'sfunction features (panoramic navigation, play, pause, etc.) from a mediaplayer can also be performed in the cloud. The system may perform allthe rendering and functions in the cloud and only export 2D videostream. This way the media player box will not have to be configured orupdated. The SDK logic will “trick” the media box (in this case atelevision cable box) to perform as though it is receiving and streamingjust a regular 2D linear video. Therefore, the box will not know thedifference, and even if it is not capable of rendering or 360 videoplayback, it will be able to playback interactive video content. As anexample, legacy cable boxes whose processing power is not strong enoughto render anything besides the 2D linear video can still be used byperforming the rendering and related functions in the cloud. A controldevice 450 sends a command via an input signal to media player 452.Media player 452 sends the command information to the SDK 454. In block456 SDK 454 provides instructions to render the 360 degree video to moveas indicated by the control device, such as move left. In block 458 the360 degree panorama is navigated according to the instructions, in thiscase by moving to the left. The 360 degree video is cropped to the mediaplayer viewing area in block 460, which in this illustrative examplewill to the 2D linear viewing area. This is then streamed as a 2D videostream in block 462 to media player 452. In this way, the initial 2Dvideo content appears to have been transformed in a manner that a devicewith 360 degree video capabilities would require, however, only a 2Dvideo device is employed by the user.

Unless specifically stated otherwise, throughout the specificationdiscussions utilizing terms such as “processing,” “computing,”“calculating, ” “determining,” or the like, refer to the action orprocesses of a computer or computing system, or similar electroniccomputing device, that manipulate or transform data represented asphysical, such as electronic, quantities within the computing system'sregisters or memories into other data similarly represented as physicalquantities within the computing system's memories, registers or othersuch information storage, transmission or display devices.

In a similar manner, the term “processor” may refer to any device orportion of a device that processes electronic data from registers ormemory to transform that electronic data into other electronic data thatmay be stored in registers or memory. A “computing platform” maycomprise one or more processors and/or databases.

FIG. 17 is a schematic of an illustrative computing device 900 that canbe applied to embodiments of the invention. This illustrative embodimentincludes a processor module 950, an output module 952, a storage module954, a video switching application 956, an input module 958, and anetwork module 960. Processor module 950 may include one or moreprocessors of any type that can execute any computer code and processsignals according to the methods and devices disclosed herein. Outputmodule 952 can include various displays, such as those embodied intelevisions, smartphones, laptops, tablets, etc. and may include audioand video output. Input module 958 may include smartphone touch screens,television remote controls, video game controllers, keyboards, systemspecific control devices and other input devices compatible with andconfigured to work with the methods and systems described herein.Storage 954 may include any type of memory that can store the necessaryinformation to execute the methods, save the data and otherwise serve asa computer readable medium to carry out the actions described herein.Network module 960 may include hardware and software to connect to adata network. Networks may be wireless, wired cellular Bluetooth, mobileor other form of network compatible with the systems and methodsdescribed herein. Additional modules may be incorporated in the systemto carry out the functions disclosed herein, and some modules may not beincluded or may be combined into single modules.

Embodiments of the invention may include apparatuses for performing theoperations herein. An apparatus may be specially constructed for thedesired purposes, or it may comprise a general purpose deviceselectively activated or reconfigured by a program stored in the device.

Embodiments include the methods described herein and their equivalents,a non-transitory computer readable medium programmed to carry out themethods and an electronic system configured to carry out the methods.Further included is a video player comprising any of the embodimentsdescribed herein. The computer system, and any sub-computer systemsinclude a machine readable storage medium containing an executable code;one or more processors; memory coupled to the one or more processors; aninput device, and an output device connected to the one or moreprocessors. Components of the system may part of a network. The systemsand methods may include portions located in the cloud or other remotelocations accessible by the systems or methods and incorporated therein.

Embodiments may be embodied in many different ways as a softwarecomponent. For example, it may be a stand-alone software package, or itmay be a software package incorporated as a “tool” in a larger softwareproduct, such as, for example, a media or video player. It may bedownloadable from a network, for example, a website, or be a stand-aloneproduct or an add-in package for installation in an existing softwareapplication. It may also be available as a client-server softwareapplication, or as a web-enabled software application. Embodimentsinclude one or more computers specialized by storing programming logicthat enables one or more processors to perform the techniques andmethods described herein and their equivalents.

Although video content, video format, video file, video types, etc. havebeen referred to herein, the associated audio can be addressed in ananalogous manner and may be included. So for example, where coding isreferred to it includes video and audio coding if desired orappropriate.

Various embodiments of the invention have been described, each having adifferent combination of elements. The invention is not limited to thespecific embodiments disclosed, and may include different combinationsof the elements disclosed, omission of some elements or the replacementof elements by the equivalents of such structures.

While various embodiments of the invention have been described above, itshould be understood that they have been presented by way of exampleonly, and not limitation. Thus, the breadth and scope of the inventionshould not be limited by any of the above-described illustrativeembodiments, but should instead be defined only in accordance with thefollowing claims and their equivalents.

The invention claimed is:
 1. A method for switching between differentvideo content types in a content switch apparatus having a media playerhaving two or more video players for playing different video formatsincluding a parent video player to play parent video content and one ormore child video players to play child video content, a memory and aprocessor communicatively coupled to the memory, wherein the processoris configured to execute steps comprising: activating a parent videoplayer; detecting additional video content; matching the additionalvideo content to the parent video content, wherein the matchedadditional content is a child video content of a different format fromthe parent video content; synchronizing the parent video content withthe child video content; enabling a content switch button; running thechild video content in the background; receiving input by a switchcontroller; and by the switch controller, based on the input, rotatingthe parent video player to the child video player.
 2. The method ofclaim 1 further comprising: displaying the parent video content and theone or more child video content.
 3. The method of claim 1 wherein thecontent switch apparatus, after receiving the input, further performsthe method of: buffering the child video content while the parent videocontent continues to play; and switching to display the child videocontent only when the child video content is sufficiently buffered fordisplay and playing the parent video content until such time.
 4. Themethod claim 3 wherein buffering of the child video content is initiatedas soon as the parent video content has been buffered.
 5. The method ofclaim 1 further comprising a switching interface configured to switchbetween the parent video content and the child video content.
 6. Themethod of claim 1 wherein the media player is configured to obtain videocontent in the different video formats from a server, the method furthercomprising: streaming multiple video formats simultaneously from theserver and temporarily storing them at the video player.
 7. The methodof claim 1 wherein the media player is configured to have the two ormore video players active at the same time; the method furthercomprising: presenting video by one of the two or more video playerswhile one or more of the other two or more video players prepares videofor playback or stand ready for playback.
 8. The method of claim 1further comprising: determining by the content switch apparatus the typeof video content and activating the appropriate player.
 9. The method ofclaim 1 further comprising: activating, by the content switch apparatus,features associated with the video format when switching to anothervideo format.
 10. The method of claim 1 performed with the parent videoformat in 2D linear and the child video format in 360 degree.
 11. Themethod of claim 1 performed with the parent video format in 2D linearand the child video format in 3D.
 12. The method of claim 1 comprisingapplying the method to live events.
 13. The method of claim 1 whereinthe parent video content is an advertisement.
 14. The method of claim 1comprising rendering the video in the cloud.
 15. The method of claim 14further comprising: sending, by the content switch controller, a commandto the media player; sending, by the media player, the command to anSDK; providing, by the SDK, instructions to render a child 360 degreevideo to move according to the command; navigating the 360 degree videoaccording to the command; cropping the 360 degree video to a viewingarea of the media player; and sending the cropped 360 degree video as a2D video to the media player.
 16. The method of claim 1 comprising:viewing the video content using a virtual reality headset.
 17. Themethod of claim 1 further comprising: with an SDK, tracking dataincluding a viewer's actions and preferences; exporting the trackeddata; and taking further marketing action based on the tracked data. 18.A computer readable non-transitory article of manufacture tangiblyembodying computer readable instructions which, when executed, cause acomputer to carry out the steps comprising: activating a parent videoplayer; detecting additional video content; matching additional videocontent to the parent video content, wherein the matched additionalcontent is a child video content of a different format from the parentvideo content; synchronizing the parent video content with the childvideo content; enabling a content switch button; running the child videocontent in the background; receiving input by a switch controller; bythe switch controller, based on the input, rotating the parent videoplayer to the child video player; and displaying the parent videocontent and the one or more child video content.
 19. The computerreadable non-transitory article of manufacture of claim 18 wherein thecontent switch apparatus, after receiving the input, further performsthe steps of: buffering the child video content while the parent videocontent continues to play; and switching to display the child videocontent only when the child video content is sufficiently buffered fordisplay and playing the parent video content until such time; andwherein buffering of the child video content is initiated as soon as theparent video content has been buffered.
 20. The computer readablenon-transitory article of manufacture of claim 18 wherein the mediaplayer is configured to obtain video content in the different videoformats from a server, the steps further comprising: streaming multiplevideo formats simultaneously from the server and temporarily storingthem at the video player.